Buying Styles

Simple Lessons in Selling the Way Your Customers Buys

 Buying Styles

Authors: Michael Wilkinson, Richard Smith, Tierah Chorba, Lynn Sokler
Pub Date: July 2009
Print Edition: $15.95
Print ISBN: 9780814436523
Page Count: 158
Format: Paper or Softback
e-Book ISBN: 9780814415283

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Excerpt

Introduction

What This Book Will Do

for You

“I hate it when salespeople ________”

Fill in the blank. Think about some of your worse experiences

with salespeople. Think about the things that salespeople

have done that turned you off. How would you fill in the

blank? Do you hate it when . . .

• They are pushy?

• They don’t get to the point?

• They don’t know their product?

• They bore you with facts and figures?

• They don’t listen or take the time to understand you

and your needs?

Now for the more important question: How would your

customers fill in the blank? If your answer is, “It depends on the

customer,” then you are ready for this book.

Our purpose with Buying Styles: Simple Lessons for

Selling the Way Your Customer Buys is to provide an entertaining

quick read that helps sales professionals learn the primary

buying styles of customers, as well as how to identify and

adapt to each. Unfortunately, many salespeople know only one

way to sell—their way. What they often fail to understand is

that they could be so much more successful by selling the way

their customer buys.

Do you sell the same way to every customer? Do you know

the basic buying styles and the key strategies for adapting to

each one? Do you know the warning signs that suggest you are

probably selling in the wrong style for your customer?

The message of Buying Styles is simple. As our protagonist

says:

“Adapt or continue to be so much less

successful than you could be.”

With Buying Styles, we introduce a powerful new book format

called the “learning adventure.” Somewhat similar to a

parable, this learning adventure tells the story of a fictional

character, Dave, who has just lost a major sale and is clueless

as to why. At the urging of his CEO, Dave attends a half-day

seminar on buying styles.

Unlike in a parable, however, the meat of the book is not

buried at the end of the story. In our learning adventure,

90 percent of the story takes place in the classroom.

Therefore, the story is the meat.

This learning adventure provides a powerful vehicle for

readers to gain insights in three ways:

• You receive the buying styles concepts directly from

the story’s course facilitator as if you were sitting in

the classroom along with Dave.

• At the same time, you experience the information

through Dave’s eyes. You hear his objections, his concerns,

and his fears, and you feel his triumphs as he

gains insight as to why he lost this major sale while

other sales had been so much easier for him.

• While in the learning adventure, you observe the interactions

of the various people in the classroom and are

able to recognize the buying style and selling style

conflicts as they play out on a personal level.

Since our intended audience is salespeople, we have

designed Buying Styles to be a series of short chapters, with

each one contributing significantly to the message of the book.

However, for those readers who want to cut to the chase (and

you’ll learn in Chapter 3 why you feel this way), we suggest you

first read Chapters 3, 5, and 7.

• Chapter 3 provides you with a foundational understanding

of the four basic buying styles.

• Chapter 5 presents you with the techniques for identifying

the buying style of your customer.

• Chapter 7 offers you a summary for how to sell to

each style.

Once you have read these targeted sections, you may want

to go back and pick up the information in the other chapters to

more fully understand the concept of buying styles.

For all other readers who wish to get the comprehensive

message the first time, grab your highlighter and get ready for

an adventure in learning to sell the way your customer buys.

Search the full text of this book

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